Facebook has announced Home, an Android app that takes control of your phone, replaces the home screen with your Facebook newsfeed and relegates any competing social services to, it hopes, an afterthought.
At launch, Home will be available to at most 20% of Facebook’s mobile base. It is an interesting tool to lock in core users and drive up their engagement, but can only be part of Facebook’s mobile strategy.
Facebook has strong mobile user and revenue growth, but has not ‘won’ social on mobile as it has on the desktop, and competing services have drawn hundreds of millions of users. It is not yet clear Facebook will win, or even that there will be a single big winner.